President Trump's recent tariff proposal on imported vehicles and parts has created uncertainty for automotive marketers and media buyers. Despite the potential for marketplace confusion and consumer hesitancy, brands like Acura remain committed to their marketing strategies. Acura is set to launch its new compact SUV, the ADX, with a full funnel media approach. While some in the industry remain watchful of the economic climate caused by tariffs, overall auto ad spending is expected to rise significantly, indicating resilience in the market from major brands.
President Trump's latest tariff proposal is creating headaches for automotive marketers and media buyers, but they're not slamming the brakes on media spend just yet.
Our focus is on launching the car with the most success that we can have at this moment.
U.S. auto ad spend is expected to rise to $31.77 billion this year, up from $29.48 billion in 2024.
Auto brands are still among the largest spenders on media and marketing. They provide 13% of Publicis Groupe's revenues and 10% of WPP's.
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